PulsePoint should wait to implement new technology until they develop a generative AI approach that is both strategy-centric and customer-centric. The conference showed that AI is a powerful technology with the ability to transform the company. However, as expert Jim noted, the team needs to ensure that they are not adopting AI out of fear of missing out, but rather that AI has a specific value proposition for PulsePoint.
Three Factors to Consider
- Profitability: The case outlines that PulsePoint is less profitable than its competitors, so that is the main issue that to be addressed. As one of the experts explains, Jeanie should ask questions like “How could technology—perhaps AI—help us strengthen our margins, especially if we applied it in the sales function?” Leaders should view AI as a tool to enable them to reach goals, not as something to freely implement out of excitement.
- Customer Relationships: Leadership should be thinking critically about ways to use technology to enhance customer experience rather than replacing costly human interactions. For example, AI could be used to analyze sales prospects behavior and recommend touchpoints for the sales team rather than communicating with customers directly. Moreover, because digital marketers often use AI for content creation (Hubspot), generative AI can enhance the PulsePoint product, leaving customers more satisfied.
- PulsePoint Employees and Culture: Implementing AI in the sales team could free up employees to focus on other things, but leadership needs to consider how this would affect employee culture. Are employees empowered by closing deals, or do they enjoy more creative aspects of work? Are employees wasting time on things that an AI could accomplish more easily, like data analytics or administrativia? Looking to other industries could help here; in healthcare, AI has enabled doctors to spend more time directly with patients, which is beneficial to all parties. Are there applications like this in digital marketing?
Bottom Line
It is clear from the case that the largest factor fueling Jeannie’s decision is excitement about new technology. Yet, she is not considering alternative ways to implement AI that could impact a digital marketing company. Generative AI has the power to transform PulsePoint, but must be applied carefully to enhance profitability, customer relationships, and employee culture.
